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What’s the value of a media list?

They provide access to email addresses and phone numbers of journalists and influencers who cover the industries our clients operate in. Media lists are a necessity for PR people, yes, but they’re largely glorified phone books. Stagnant spreadsheets filled with contact information. As soon as they’re created we’re immediately asking when the last time they’ve been updated was.

What I’ve realized over the course of the past few years is that a well kept Twitter list can be more valuable to a PR person than a well kept media list.

On a daily basis, what do you look at more often: Twitter or a media list? I’m going to go out on a wide limb two feet high and say, Twitter....

Via Jeff Domansky